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Tammy(许xu菁jing文wen)简jian介jie:腾teng讯xun集ji团tuan市shi场chang与yu公gong关guan部bu总zong经jing理li。投tou身shen广guang告gao行xing业ye二er十shi多duo年nian,曾zeng服fu务wu于yu奥ao美mei、智zhi威wei汤tang逊xun、麦mai肯ken、葛ge瑞rui等deng世shi界jie知zhi名ming4A广guang告gao公gong司si。被bei誉yu为wei“全quan球qiu华hua人ren圈quan最zui顶ding尖jian的de女nv性xing营ying销xiao专zhuan家jia”。
Tammy(许xu菁jing文wen)
傅fu老lao师shi按an:本ben文wen是shiTammy在zai腾teng讯xun内nei部bu的de一yi次ci小xiao范fan围wei分fen享xiang。傅fu老lao师shi出chu于yu传chuan播bo营ying销xiao知zhi识shi的de目mu的de,征zheng得deTammy和he活huo动dong组zu织zhi者zhe的de同tong意yi,分fen享xiang此ci文wen。
内nei容rong提ti要yao:
Q1:关guan于yuTammy的de个ge人ren经jing历li?
Q2:产chan品pin力li和he营ying销xiao力li哪na个ge更geng重chong要yao?
Q3:产chan品pin初chu期qi得de不bu到dao太tai多duo资zi源yuan,是shi否fou能neng在zai少shao花hua钱qian的de基ji础chu上shang做zuo出chu好hao的de营ying销xiao市shi场chang活huo动dong?
Q4:什shen么me样yang的de创chuang意yi才cai能neng帮bang助zhu虚xu拟ni产chan品pin,让rang用yong户hu觉jiao得de它ta很hen好hao、很hen知zhi名ming?
Q5:您nin对dui于yu经jing典dian品pin牌pai的de定ding义yi是shi什shen么me?
Q6:您nin认ren为wei互hu联lian网wang营ying销xiao比bi较jiao成cheng功gong的decase,它ta的de亮liang点dian跟gen基ji因yin在zai什shen么me地di方fang?
Q7:朋peng友you圈quan广guang告gao的de出chu现xian,是shi不bu是shi因yin为wei互hu联lian网wang让rang广guang告gao发fa生sheng了le质zhi变bian?
Q8:从cong事shi营ying销xiao公gong关guan行xing业ye比bi较jiao重chong要yao的de能neng力li是shi哪na几ji项xiang?如ru果guo有you短duan板ban,是shi选xuan择ze补bu齐qi,还huan是shi选xuan择ze发fa扬yang自zi己ji最zui擅shan长chang的de?
11月yue17日ri下xia午wu,集ji团tuan市shi场chang与yu公gong关guan部bu总zong经jing理liTammysheu(许xu菁jing文wen)与yuCDG的de小xiao伙huo伴ban们men进jin行xing了le一yi次ci深shen入ru交jiao流liu,分fen享xiang了le她ta从cong事shi广guang告gao业ye20年nian来lai的de宝bao贵gui经jing验yan与yu心xin得de。
Tammy(左zuo六liu)在zai分fen享xiang中zhong
Q1:关guan于yuTammy的de个ge人ren经jing历li?
Tammy:我wo是shi台tai湾wan人ren,2002年nian来lai大da陆lu工gong作zuo,第di一yi站zhan是shi上shang海hai,第di二er站zhan是shi北bei京jing,深shen圳chou是shi第di三san站zhan。过guo去qu二er十shi年nian我wo都dou在zai乙yi方fang,鹅e厂chang是shi我wo的de第di一yi个ge甲jia方fang公gong司si,不bu过guo集ji团tuan市shi场chang与yu公gong关guan部bu也ye是shi甲jia方fang里li面mian的de乙yi方fang,是shi服fu务wu大da家jia的de。广guang告gao是shi一yi个ge比bi较jiao容rong易yi满man足zu好hao奇qi心xin和he新xin的de刺ci激ji感gan的de行xing业ye,而er做zuo广guang告gao的de人ren性xing格ge中zhong都dou有you一yi点dian不bu安an于yu室shi的de成cheng分fen,每mei天tian都dou想xiang找zhao点dian新xin鲜xian事shi。
我wo这zhe二er十shi年nian来lai做zuo了le三san件jian事shi情qing ——
首shou先xian,学xue习xi做zuo一yi个ge好hao的de桥qiao梁liang。广guang告gao或huo营ying销xiao本ben质zhi上shang是shi举ju一yi反fan三san,你ni自zi己ji应ying该gai是shi一yi个ge很hen好hao的de跨kua界jie桥qiao梁liang,不bu论lun是shi产chan品pin的de跨kua界jie还huan是shi文wen化hua的de跨kua界jie,都dou应ying该gai积ji极ji主zhu动dong地di把ba触chu角jiao伸shen出chu去qu。跨kua界jie桥qiao梁liang的de工gong作zuo做zuo得de越yue好hao,你ni在zai广guang告gao或huo营ying销xiao道dao路lu上shang就jiu可ke以yi发fa展zhan得de越yue好hao。因yin为wei很hen多duo事shi情qing都dou是shi“借jie”来lai的de,即ji便bian自zi己ji没mei有you那na么me懂dong,只zhi要yao去qu跟gen别bie人ren稍shao微wei取qu点dian经jing,借jie来lai用yong一yi下xia就jiu可ke以yi了le。
其qi次ci,不bu管guan是shi广guang告gao还huan是shi营ying销xiao,都dou是shi团tuan队dui工gong作zuo。任ren何he一yi个ge项xiang目mu,包bao括kuo我wo们men和he公gong益yi的de联lian合he团tuan队dui刚gang刚gang获huo得de公gong司si级ji管guan理li文wen化hua突tu破po奖jiang的de“99公gong益yi日ri”,都dou是shi很hen多duo团tuan队dui的de小xiao伙huo伴ban齐qi心xin协xie力li的de成cheng果guo,为wei了le让rang团tuan队dui释shi放fang出chu最zui大da的de潜qian力li与yu能neng量liang, 你ni必bi须xu是shi一yi个ge很hen好hao的de教jiao练lian,可ke以yi同tong时shi跟gen不bu同tong领ling域yu/行xing业ye的de人ren一yi起qi工gong作zuo,一yi方fang面mian从cong他ta们men身shen上shang吸xi收shou新xin知zhi识shi,同tong时shi也ye分fen享xiang一yi些xie经jing验yan。
最zui后hou,做zuo管guan理li,这zhe个ge我wo比bi较jiao不bu喜xi欢huan,但dan还huan是shi做zuo了le十shi年nian。不bu过guo做zuo广guang告gao公gong司si的de管guan理li其qi实shi跟gen做zuo教jiao练lian没mei有you太tai多duo本ben质zhi上shang的de差cha别bie,只zhi是shi要yao负fu担dan更geng大da的de责ze任ren,除chu了le要yao为wei你ni带dai领ling的de团tuan队dui负fu责ze,也ye要yao为wei公gong司si的de营ying收shou负fu责ze。
Q2:产chan品pin力li和he营ying销xiao力li哪na个ge更geng重chong要yao?
Tammy:我wo不bu给gei产chan品pin力li和he营ying销xiao力li排pai先xian后hou顺shun序xu,因yin为wei产chan品pin也ye可ke以yi是shi营ying销xiao的de手shou段duan。
如ru果guo要yao我wo说shuo,营ying销xiao其qi实shi是shi一yi种zhong思si维wei,尤you其qi是shi互hu联lian网wang产chan品pin,在zai这zhe个ge共gong享xiang经jing济ji风feng行xing的de时shi代dai,产chan品pin不bu一yi定ding是shi实shi的de,不bu一yi定ding做zuo出chu一yi个geapp或huo网wang站zhan才cai叫jiao产chan品pin,可ke以yi与yu用yong户hu产chan生sheng互hu动dong的de思si维wei也ye是shi产chan品pin。
这zhe里li我wo要yao挑tiao战zhan一yi个ge大da家jia的de思si维wei定ding式shi。受shou过guo传chuan统tong营ying销xiao训xun练lian的de人ren都dou知zhi道dao4P:产chan品pin(PRoduct)、价jia格ge(Price)、渠qu道dao(Place)、促cu销xiao(Promotion)。大da家jia习xi惯guan排pai的de思si维wei是shi——先xian有you产chan品pin,才cai有you价jia格ge,然ran后hou放fang在zai渠qu道dao上shang卖mai,紧jin接jie着zhe开kai始shi推tui广guang。4P是shi有you顺shun序xu的de。
但dan是shi我wo不bu知zhi道dao有you多duo少shao小xiao伙huo伴ban听ting过guo4C理li论lun ——
首shou先xian思si考kao用yong户hu的de需xu求qiu是shi什shen么me (Customer’s needs and wants);
价jia格ge(Price)相xiang应ying变bian成cheng用yong户hu取qu得de这zhe个ge产chan品pin/服fu务wu的de成cheng本ben(Cost),这zhe就jiu是shi为wei什shen么meO2O很hen火huo,因yin为wei在zai产chan品pin价jia格ge不bu变bian的de情qing况kuang下xia,降jiang低di了le用yong户hu获huo得de服fu务wu的de成cheng本ben;
第di三san是shi便bian利li性xing(Convenience),用yong户hu是shi不bu是shi可ke以yi马ma上shang获huo得de产chan品pin,这zhe里li分fen享xiang韩han国guo一yi家jia零ling售shou超chao市shiTESCO的de案an例li,两liang三san年nian前qian它ta把ba地di铁tie站zhan包bao了le,地di铁tie站zhan全quan部bu都dou是shiTESCO的de商shang品pin露lu出chu,扫sao描miao商shang品pin的de二er维wei码ma,你ni到dao家jia的de时shi候hou,商shang品pin也ye送song到dao家jia了le,它ta改gai变bian了le传chuan统tong的de渠qu道dao思si维wei;
第di四si是shi沟gou通tong(Communication),沟gou通tong是shi双shuang向xiang互hu动dong的de,不bu是shi我wo把ba东dong西xi推tui给gei你ni。
当dang4P变bian成cheng4C,就jiu没mei有you一yi个ge必bi然ran的de先xian后hou顺shun序xu的de逻luo辑ji,每mei个geC都dou可ke以yi彼bi此ci产chan生sheng影ying响xiang的de。所suo以yi做zuo产chan品pin的de人ren应ying该gai有you营ying销xiao思si维wei,在zai设she计ji产chan品pin的de时shi候hou要yao有you营ying销xiao的de思si路lu在zai里li面mian。
Q3:产chan品pin初chu期qi得de不bu到dao太tai多duo资zi源yuan,是shi否fou能neng在zai少shao花hua钱qian的de基ji础chu上shang做zuo出chu好hao的de营ying销xiao市shi场chang活huo动dong?
Tammy:资zi源yuan不bu等deng于yu钱qian,当dang你ni手shou上shang没mei有you钱qian的de时shi候hou,可ke以yi调tiao动dong内nei部bu资zi源yuan,还huan是shi有you机ji会hui的de。所suo谓wei营ying销xiao其qi实shi就jiu是shi影ying响xiang交jiao易yi的de过guo程cheng,营ying销xiao思si维wei就jiu是shi其qi中zhong发fa挥hui你ni的de影ying响xiang力li,让rang结jie果guo朝chao着zhe你ni想xiang要yao的de方fang向xiang前qian进jin。
即ji使shi你ni没mei有you钱qian,但dan是shi腾teng讯xun有you很hen好hao的de平ping台tai,我wo们men内nei部bu有you很hen多duo的de兄xiong弟di产chan品pin、资zi源yuan。你ni可ke以yi跟gen不bu同tong的de小xiao伙huo伴ban探tan讨tao,有you没mei有you一yi个ge合he作zuo的de机ji制zhi让rang大da家jia都dou受shou益yi,那na么me就jiu有you机ji会hui可ke以yi发fa挥hui你ni想xiang达da到dao的de效xiao果guo。
传chuan统tong的de广guang告gao是shi自zi上shang而er下xia的de,因yin为wei大da众zhong媒mei体ti掌zhang握wo在zai少shao数shu人ren手shou中zhong,所suo以yi要yao运yun用yong大da众zhong媒mei体ti替ti你ni发fa声sheng,就jiu要yao花hua大da钱qian。互hu联lian网wang时shi代dai提ti供gong了le一yi个ge自zi下xia而er上shang的de渠qu道dao,如ru果guo我wo们men把ba品pin牌pai设she想xiang为wei一yi个ge人ren,那na么me互hu联lian网wang就jiu提ti供gong了le品pin牌pai以yi自zi己ji为wei中zhong心xin的de发fa声sheng渠qu道dao。大da家jia常chang常chang听ting到dao“粉fen丝si经jing济ji”,核gai心xin逻luo辑ji就jiu是shi品pin牌pai跟gen每mei个ge用yong户hu的de关guan系xi都dou是shi平ping等deng的de,是shi伙huo伴ban的de关guan系xi。所suo以yi是shi有you可ke能neng从cong核gai心xin用yong户hu去qu发fa酵jiao的de,只zhi要yao产chan品pin在zai体ti验yan上shang能neng够gou让rang核gai心xin用yong户hu感gan受shou到dao对dui他ta真zhen的de特te别bie有you价jia值zhi,他ta可ke能neng会hui主zhu动dong帮bang你ni宣xuan传chuan。
Q4:什shen么me样yang的de创chuang意yi才cai能neng帮bang助zhu虚xu拟ni产chan品pin,让rang用yong户hu觉jiao得de它ta很hen好hao、很hen知zhi名ming?
Tammy:回hui答da这zhe位wei4A出chu身shen的de小xiao伙huo伴ban,关guan于yu虚xu拟ni产chan品pin怎zen么me推tui,有you一yi个ge观guan念nian要yao转zhuan变bian,传chuan统tong4A公gong司si出chu来lai的de人ren,习xi惯guan客ke户hu给gei一yi个ge产chan品pin,我wo来lai推tui。现xian在zai做zuo广guang告gao营ying销xiao,不bu能neng想xiang怎zen么me推tui这zhe个ge产chan品pin,而er应ying该gai把ba产chan品pin当dang做zuo一yi个ge界jie面mian,跟gen用yong户hu互hu动dong、沟gou通tong。“卖mai点dian”是shi广guang告gao人ren才cai会hui拼pin命ming去qu想xiang的de事shi情qing,普pu通tong大da众zhong的de脑nao袋dai不bu是shi这zhe么me想xiang的de。消xiao费fei者zhe买mai某mou个ge产chan品pin不bu是shi单dan纯chun的de为wei了le这zhe个ge产chan品pin的de卖mai点dian有you什shen么me独du特te,很hen多duo时shi候hou他ta的de选xuan择ze更geng趋qu向xiang于yu感gan性xing,当dang他ta感gan觉jiao跟gen某mou个ge品pin牌pai的de互hu动dong体ti验yan很hen好hao,就jiu会hui买mai单dan。你ni不bu需xu要yao证zheng明ming你ni的de产chan品pin比bi别bie人ren好hao在zai哪na里li,只zhi要yao让rang用yong户hu体ti验yan到dao你ni的de产chan品pin给gei他ta带dai来lai体ti验yan的de提ti升sheng,就jiu有you机ji会hui了le。
广guang告gao是shi让rang用yong户hu对dui产chan品pin有you兴xing趣qu,但dan是shi用yong户hu留liu下xia来lai之zhi后hou,与yu产chan品pin的de互hu动dong体ti验yan好hao不bu好hao,会hui决jue定ding用yong户hu的de去qu留liu。当dang然ran千qian万wan不bu要yao认ren为wei产chan品pin的de互hu动dong是shi产chan品pin同tong学xue的de工gong作zuo,跟gen营ying销xiao无wu关guan,营ying销xiao应ying该gai去qu想xiang如ru何he在zai产chan品pin的de体ti验yan过guo程cheng中zhong提ti供gong一yi些xie创chuang新xin的de玩wan法fa,去qu优you化hua用yong户hu的de体ti验yan。每mei一yi个ge活huo动dong营ying销xiao方fang案an的de设she计ji,最zui关guan键jian的de是shi能neng不bu能neng洞dong察cha用yong户hu需xu求qiu,让rang用yong户hu参shen与yu其qi中zhong。
Q5:您nin对dui于yu经jing典dian品pin牌pai的de定ding义yi是shi什shen么me?
Tammy:其qi实shi品pin牌pai是shi跟gen消xiao费fei者zhe建jian立li的de一yi个ge长chang期qi关guan系xi,不bu是shi一yi次ci性xing交jiao易yi。品pin牌pai可ke以yi发fa挥hui很hen多duo作zuo用yong,它ta可ke以yi让rang你ni进jin入ru超chao市shi的de时shi候hou缩suo小xiao你ni的de购gou买mai清qing单dan,不bu认ren识shi的de统tong统tong站zhan一yi边bian去qu。要yao建jian立li一yi个ge品pin牌pai的de基ji础chu,在zai某mou一yi些xie关guan键jian的de时shi候hou,还huan是shi需xu要yao有you一yi些xie自zi上shang而er下xia的de传chuan播bo,就jiu是shi主zhu观guan的de把ba你ni的de品pin牌pai价jia值zhi使shi命ming说shuo清qing楚chu,因yin为wei社she交jiao媒mei体ti上shang的de讨tao论lun是shi发fa散san, 没mei有you办ban法fa完wan全quan聚ju焦jiao把ba品pin牌pai价jia值zhi主zhu张zhang讲jiang清qing楚chu, 当dang然ran今jin天tian主zhu流liu的de自zi下xia而er上shang的de传chuan播bo方fang式shi也ye很hen重chong要yao,它ta更geng能neng够gou让rang品pin牌pai维wei持chi长chang期qi的de活huo力li。
Q6:您nin认ren为wei互hu联lian网wang营ying销xiao比bi较jiao成cheng功gong的decase,它ta的de亮liang点dian跟gen基ji因yin在zai什shen么me地di方fang?
Tammy:如ru果guo仅jin仅jin把ba营ying销xiao当dang做zuo一yi个ge推tui产chan品pin的de手shou段duan,那na么me互hu联lian网wang等deng新xin媒mei体ti的de触chu点dian与yu传chuan统tong的de电dian视shi、地di铁tie不bu会hui有you多duo大da差cha别bie,无wu非fei是shi多duo了le一yi个ge传chuan递di的de方fang式shi, 但dan如ru果guo你ni现xian在zai还huan这zhe么me想xiang事shi情qing, 那na你ni就jiu要yao担dan心xin自zi己ji的de未wei来lai了le。
所suo谓wei的de互hu联lian网wang思si维wei(虽sui然ran我wo个ge人ren不bu太tai喜xi欢huan这zhe种zhong说shuo法fa),是shi基ji于yu对dui用yong户hu的de动dong态tai理li解jie产chan出chu的de内nei容rong (这zhe里li个ge内nei容rong是shi可ke以yi出chu自zi4C的de任ren何he一yi个geC),建jian立li起qi品pin牌pai和he用yong户hu的de互hu动dong模mo式shi。它ta某mou种zhong程cheng度du打da破po了le过guo去qu线xian性xing策ce略lue规gui划hua的de方fang法fa,所suo以yi很hen多duo产chan品pin为wei王wang的de论lun调tiao其qi实shi不bu难nan被bei理li解jie,但dan就jiu像xiang我wo前qian面mian说shuo的de,营ying销xiao人ren如ru果guo因yin此ci画hua地di自zi限xian,那na就jiu是shi自zi毁hui前qian途tu了le,因yin为wei产chan品pin的de定ding义yi是shi可ke以yi更geng宽kuan广guang的de。
从cong分fen工gong模mo式shi来lai看kan,现xian在zai的de新xin媒mei体ti的de模mo式shi确que实shi改gai变bian了le代dai理li商shang跟gen广guang告gao主zhu之zhi间jian的de关guan系xi,我wo们men可ke以yi看kan到dao现xian在zai市shi场chang上shang的deSocial agency都dou是shi24小xiao时shi贴tie着zhe客ke户hu服fu务wu的de,因yin为wei计ji划hua赶gan不bu上shang变bian化hua,随sui时shi有you热re点dian出chu来lai。举ju例li来lai说shuo,我wo从cong前qian工gong作zuo的de智zhi威wei汤tang逊xun在zai美mei国guo服fu务wu某mou互hu联lian网wang企qi业ye的de团tuan队dui,就jiu是shi完wan全quan和he客ke户hu是shi一yi起qi工gong作zuo的de,实shi时shi讨tao论lun,影ying响xiang产chan品pin的de设she计ji甚shen至zhi是shi构gou想xiang。当dang然ran,营ying销xiao人ren员yuan如ru果guo只zhi懂dong得de追zhui热re点dian也ye是shi无wu法fa建jian立li起qi一yi个ge品pin牌pai的de。
互hu联lian网wang时shi代dai的de引yin爆bao点dian不bu是shi传chuan统tong的de广guang告gao思si维wei带dai来lai的de,但dan广guang告gao作zuo为wei一yi种zhong营ying销xiao工gong具ju如ru果guo运yun用yong得de当dang还huan是shi可ke以yi适shi得de其qi所suo的de。例li如ru优you衣yi库ku,除chu了le被bei黑hei的de事shi情qing以yi外wai,它ta的de网wang络luo营ying销xiao是shi做zuo得de很hen好hao的de。优you衣yi库ku通tong过guo让rang用yong户hu参shen与yu品pin牌pai建jian设she的de过guo程cheng,引yin起qi用yong户hu对dui它ta商shang品pin的de讨tao论lun,从cong而er产chan生sheng好hao感gan,这zhe是shi它ta的de营ying销xiao做zuo得de高gao明ming的de地di方fang。现xian在zai很hen多duo快kuai时shi尚shang品pin牌pai的de试shi衣yi活huo动dong,其qi实shi是shi为wei了le创chuang造zao用yong户hu体ti验yan,它ta的de用yong户hu体ti验yan才cai是shi它ta的de商shang品pin的de附fu加jia价jia值zhi,商shang品pin加jia它ta的de用yong户hu体ti验yan变bian成cheng它ta的de品pin牌pai。
Q7:朋peng友you圈quan广guang告gao的de出chu现xian,是shi不bu是shi因yin为wei互hu联lian网wang让rang广guang告gao发fa生sheng了le质zhi变bian?
Tammy:我wo的de答da案an是shi,是shi,也ye不bu是shi。质zhi变bian不bu是shi说shuo传chuan统tong广guang告gao都dou没mei有you了le,它ta只zhi是shi让rang广guang告gao的de形xing式shi更geng多duo样yang化hua了le,不bu同tong的de形xing式shi广guang告gao对dui应ying不bu同tong的de营ying销xiao目mu的de。不bu论lun是shi传chuan统tong的de广guang告gao形xing式shi,或huo是shi新xin兴xing的de互hu联lian网wang广guang告gao, 他ta们men都dou有you一yi个ge共gong通tong点dian,就jiu是shi要yao说shuo一yi个ge打da动dong人ren心xin的de故gu事shi。
从cong理li论lun架jia构gou上shang来lai看kan,我wo们men可ke以yi将jiang互hu联lian网wang时shi代dai的de广guang告gao(这zhe里li说shuo传chuan播bo可ke能neng更geng适shi切qie一yi点dian)作zuo用yong分fen成cheng三san个ge层ceng次ci ——
第di一yi,聚ju焦jiao品pin牌pai的de建jian立li;
第di二er,促cu进jin你ni跟gen用yong户hu之zhi间jian的de互hu动dong;
第di三san,发fa挥hui粉fen丝si们men的de力li量liang,真zhen正zheng跟gen群qun众zhong打da成cheng一yi片pian。第di三san点dian是shi现xian在zai大da家jia最zui常chang做zuo的de,是shi否fou成cheng功gong,有you一yi个ge基ji本ben要yao素su,就jiu是shi放fang出chu去qu的de东dong西xi能neng不bu能neng引yin起qi讨tao论lun。但dan能neng引yin起qi讨tao论lun的de内nei容rong通tong常chang不bu是shi你ni想xiang要yao直zhi接jie沟gou通tong品pin牌pai价jia值zhi主zhu张zhang或huo产chan品pin卖mai点dian,消xiao费fei者zhe没mei有you兴xing趣qu一yi上shang来lai讨tao论lun品pin牌pai价jia值zhi主zhu张zhang或huo产chan品pin的de卖mai点dian,他ta愿yuan意yi讨tao论lun的de一yi定ding是shi他ta感gan兴xing趣qu的de内nei容rong。这zhe对dui传chuan统tong广guang告gao人ren而er言yan是shi好hao消xiao息xi,以yi前qian卖mai广guang告gao,没mei有you卖mai点dian,广guang告gao就jiu废fei了le;但dan是shi有you了le社she会hui化hua媒mei体ti这zhe个ge载zai体ti,广guang告gao人ren可ke以yi讲jiang一yi个ge看kan似si跟gen那na个ge产chan品pin品pin牌pai八ba竿gan子zi打da不bu着zhe关guan系xi的de一yi个ge故gu事shi,最zui后hou转zhuan过guo来lai,还huan转zhuan得de挺ting好hao,大da家jia都dou觉jiao得de是shi精jing妙miao所suo在zai。所suo谓wei转zhuan得de好hao,就jiu是shi我wo们men专zhuan业ye上shang说shuo的de相xiang关guan性xing,这zhe里li需xu要yao的de是shi一yi种zhong议yi题ti设she定ding的de能neng力li。
总zong的de来lai说shuo,好hao的de广guang告gao其qi实shi不bu是shi一yi次ci只zhi能neng达da到dao一yi个ge目mu标biao,所suo有you营ying销xiao里li面mian,短duan期qi战zhan术shu和he长chang期qi战zhan略lue都dou应ying该gai有you一yi个ge满man足zu阶jie段duan性xing任ren务wu的de考kao量liang与yu合he理li的de结jie合he。
Q8:从cong事shi营ying销xiao公gong关guan行xing业ye比bi较jiao重chong要yao的de能neng力li是shi哪na几ji项xiang?如ru果guo有you短duan板ban,是shi选xuan择ze补bu齐qi,还huan是shi选xuan择ze发fa扬yang自zi己ji最zui擅shan长chang的de?
Tammy:营ying销xiao比bi较jiao重chong要yao的de能neng力li,最zui本ben质zhi的de是shi对dui受shou众zhong/用yong户hu的de洞dong察cha;当dang然ran还huan要yao有you基ji本ben的de方fang法fa论lun的de训xun练lian,这zhe个ge学xue起qi来lai不bu难nan,真zhen正zheng难nan的de是shi学xue会hui了le之zhi后hou如ru何he去qu运yun用yong、去qu沉chen淀dian,让rang它ta变bian成cheng是shi你ni的de东dong西xi,这zhe可ke能neng要yao花hua好hao几ji年nian时shi间jian;还huan有you一yi些xie技ji能neng,现xian在zai传chuan播bo的de渠qu道dao越yue来lai越yue分fen散san,大da家jia可ke以yi运yun用yong的de工gong具ju特te别bie多duo,我wo不bu建jian议yi每mei个ge人ren全quan部bu都dou学xue会hui,但dan是shi要yao掌zhang握wo几ji个ge比bi较jiao关guan键jian的de,就jiu可ke以yi学xue会hui互hu通tong了le。
对dui于yu能neng力li短duan板ban的de问wen题ti,对dui于yu已yi经jing成cheng型xing的de人ren,我wo向xiang来lai的de观guan点dian都dou是shi不bu要yao相xiang信xin补bu齐qi了le短duan板ban,短duan板ban会hui变bian成cheng你ni的de优you势shi。当dang然ran你ni可ke以yi以yi开kai放fang的de心xin态tai去qu学xue习xi新xin的de技ji能neng,但dan每mei个ge人ren最zui重chong一yi定ding要yao懂dong得de如ru何he发fa挥hui自zi己ji最zui大da的de优you势shi。
【原文】